updated 06:50 pm EDT, Thu July 28, 2011

May be looking to add UI to more digital devices

Amazon has acquired UK-based Push Button Holdings. Pushbutton provides interactive apps that run on multiple platforms including IPTV, TVs, tablets, game consoles, and satellite and cable set-tops. Terms of the deal weren't given out.

Pushbutton's interactive TV UI has been integrated into the BBC children's channels, Turner's Cartoon Network, and the Lovefilm service on both Sony Bravia TVs and the PlayStation 3. The company also has developed pbRemote, an app that runs portable devices including iPads, iPhones, and Windows Phone 7 phones and turns them into an IPTV remote control.

Amazon's acquisition of Pushbutton follows the company's acquisition of Lovefilm in January. The two deals are most likely related. Pushbutton developed the interface for PS3s so that Lovefilm's digital media could be streamed to the gaming devices. Amazon could very well be hoping to incorporate the capability into other digital devices as the online retailer tries to build up Lovefilm or expand its streaming services it offers to its Amazon Prime customers.